Abstract:
Purpose
This research analyze the impact ofsocial media marketing on consumer purchase intention
and the mediating role of consumer engagement between social media marketing and
consumer engagement
Methodology & Design
The research data for analysis is taken from 411 university students of Karachi, Pakistan
through google questionnaire form by distributing them online on different social media
platforms. Regression, Correlation and reliability analysis was done to find the relationship
between dependent and independent variables
Findings
The results shows that there is a significant impact of social media marketing on consumer
purchase intention and consumer engagement partially mediates the relation between social
media marketing and consumer purchase intention.
Limitations
:
'! This research is limited to university students of especially Karachi, Pakistan and it is only
restricted to impact of social media marketing on consumer purchase intention regardless of
other variables.
Recommendations
j To create greater purchase intent through social media marketers have to use eWOM
influences but other factors as well like attractive presence in social media, do viral
campaign, give discounts, improve brand trust and create user friendly interface oftheir web
page etc.
